The Malaysian Shopper

Flavia Vaz, Kuala Lumpur

Having lived in Malaysia for almost all my life and worked on consumer brands for 7 years, the evolution of consumer behavior has become more apparent to me. Though, we are still very much a society of a developing nation, Malaysians are now becoming more informed, engaged and involved. Consumers now yearn for more than just value for money; they want more information, personalisation and distinctive experiences.

My four key observations:

• Consumers are now becoming rich information seekers. People want to know everything about a brand – origin; benefits; efficacy; quality; ingredients; health proposition – plus the value it delivers to themselves and their lives. So it’s not just about a product doing its job but how it changes one’s life, takes them to the next level and fulfills their aspirations. I have noticed personal care brands here take this point seriously.    
• It’s become an emotional conversation; how people consume products is based as much on their individual sentiments as the environmental factors around them. Having said that, though consumers are becoming open to brand engagement, cultural and relational values also affect trust and brand loyalty. Generational influences have deep roots in certain cross sections of the society and with brands that have legacy. Take for instance brands like Dettol who has been around for almost 80 years is still the top of mind when it comes to germ protection. When I was young, I remember my dad using it every time I fell or cut myself to clean my wounds and now it is firmly rooted in my belief that Dettol is the best when it comes to antiseptic properties.  
• Despite increasing internet penetration, Malaysians are still a traditional shopping crowd. Malaysians rather spend most of their time in stores. They prefer being absorbed in the ‘real’ retail experience and engagement. They want to touch, feel and scrutinise products on the spot before purchase. It is all about exciting, interactive, inviting and customised ambience to influence and inspire consumers to make that purchasing decision. For example, about two months ago, M.A.C launched their M.A.C Wonder Woman collection in March at a popular lifestyle mall here through a visual spectacle of the original comic book setting. Consumers get more satisfaction out of these experiences knowing that they are being at the centre of the brand setting.  

           (Photos taken from MSN Malaysia  -  http://lifestyle.malaysia.msn.com )

• Malaysians are still passionate about promotions and have become accustomed to it. Consumers are typically on a constant look out for promotional rewards that can stretch their spending to greater value. Selective, value-added promotions which are targeted at their needs not only show them that the brand cares, but it also differentiates the brand from the mass market where generic promotional strategies are employed.

Undoubtedly, these trends and behaviours will change and evolve over time. Online platforms and interaction are fast becoming popular with the new generation. Brands in Malaysia are increasing the integration between offline and online experiences. Facebook, Twitter and Foursquare platforms are becoming a must-have for brands to reach and engage their consumers. It is now a multifaceted, 24-7, seven-days-a-week dialogue between brands and their customers, between their customers and those customers’ entire circles of friends and families. Consumers are starting to clearly defined opportunities for brands and the success of these brands are at the core of those opportunities.